Mumpreneur: Joanne Edwards
Kiwigarden is a Hastings-based startup that uses freeze drying technology to create fruit and vegetable snacks for kids. Joanne Edwards and her husband, Taine Randell, are the parents-of-three behind the brand.
How has your family been an asset to the operation of your business?
We are a family business so are all involved to some degree in the operation of the business. Our children are our chief tasters and delight in showing our new products to their mates and collecting feedback for us. That is definitely the fun side of the business. We went into their school at the end of last year and sampled our products on a cross section of their classmates in an official tasting panel environment. You can't put a price on their honesty!
Had you not been a mother, would you be in the business you are now?
It was due to my children that I recognised there was not a nutritious, natural snack I felt good about giving the kids to eat, so my foray into snack food was initially to meet my own needs.
As a busy mother, I understood and saw the need for ‘guilt free’ snacks that I could give my kids in a hurry without compromising on quality or nutritional value and I felt it was a challenge for parents to find natural, nutritious snacks for children . Our products are based on our own kids’ favourites and include fruit, vegetables and yoghurt. The goodness of the raw product is retained; we have just removed the water.
If I had not been a mother I would possibly not have understood a mother's pull to provide the very best she can for her children and I would not have the passion to make better quality lunchbox options for kiwi kids. So the answer is no… I would still be a corporate lawyer without a ute.
What do raising children and running a business have in common?
Both age you prematurely! Each have their own challenges but both require patience, passion and enthusiasm.
How has the Government helped you as a ‘Mumpreneur’? If applicable, how would you recommend their assistance could be improved to others in your situation?
Starting up a new business is difficult. My bank encouraged me to enter the ANZ small business competition last year, which we won for the central region. That process was really useful to sanitize my own assumptions about role out and understanding some of the online tools available for small businesses. I have not to date had any help from the Government. I have attempted to contact various entities to discuss potential assistance but to date had no response, so I would recommend greater clarity about the type of assistance available and that they follow up enquiries they receive.
What are your three top tips for successfully juggling family and a business?
I think this is the challenge of modern day living which I think most women are constantly striving to manage whether it is working for someone else or running your own business. One of the benefits of having your own business is that it allows a certain amount of flexibility in hours, though arguably the pressure is a lot greater. My top tips would have to be:
1. Separate work and family by making time for each and try not to multi task between the two too much.
2. Be well organised.
3. Communicate the triumphs and challenges that emerge from running your own business with your children so often they can spark interesting questions and touch upon broader issues in the community, and it is such a treat to see enquiring minds consider the options available and help decide which path to take.
www.kiwigarden.co.nz
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